One of the bets within FEMSA's new business strategy is Bara, a format that it wants to underpin and grow to compete in a segment that has become increasingly relevant in the Mexican market: hard discount, where Tiendas 3B is the leader in Mexico.
So the company led by José Antonio Fernández Carbajal has set to work to win a bigger piece within this channel; not only with the opening of more stores, but also with the strengthening of own brands, something fundamental within these formats.
Last February, the company put Pablo Molinar in charge of the Multiformátos Own Brands Directorate in the Proximity Division, who analyzed the most successful discount models in the world, with the aim of designing a model for Bara.
Now, with the issue of own private label brands, he has done the same and has spent "hours" looking at the products in detail, visiting plants and talking with some entrepreneurs, to create something he calls "FEMSA Brands".
For the company, "without good suppliers there is nothing to talk about," so in Molinar's first months at the helm of this business he has visited an infinite number of them and realized that the hard discount model is key for the history of private labels in Mexico to be as successful as in Europe.
For now, the owner of Oxxo is making a strong bet, since she plans to make "FEMSA Brands" synonymous with the company's values, adding to the generation of economic and social value through its suppliers.
Until last June, Bara had 389 stores in Mexico and its revenues grew by 36.6% compared to the same period last year; while the same units the advance was 14.7%, driven by the categories of groceries and household hygiene.
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